Why UGC (User-Generated Content) Matters for Food & Beverage Brands

And How to Use It Strategically

In today’s social media-driven world, word of mouth has gone digital—and it looks a lot like a cocktail boomerang, a latte close-up, or a perfectly lit dinner plate shared on someone’s Instagram story.

This is the power of UGC—user-generated content—and it’s changing the way food and beverage brands connect with their customers.

I’ve seen firsthand how visual content, both professionally produced and customer-created, can boost visibility, trust, and ultimately—sales.

Here’s why UGC matters and how to use it strategically for your restaurant, bar, or beverage brand.

1. It Builds Trust Through Real Experiences

UGC is one of the most authentic forms of marketing because it comes from your customers. When people see real guests enjoying your drinks, food, or space, it builds instant social proof. In fact, studies show that consumers are 2.4x more likely to trust user-generated content over branded content.

Encourage your customers to tag your location, use branded hashtags, and share their favorite menu items—it’s free marketing that feels real and relatable.

2. It Increases Engagement on Social Media

Social algorithms love engagement—and UGC creates more of it. When customers post about your business and you reshare their content, it strengthens community and keeps your brand top-of-mind. It also makes your feed feel more interactive and less salesy.

Pro tip: Use Instagram Highlights or a pinned post to showcase UGC from happy customers, influencers, and food bloggers.

3. It’s a Cost-Effective Way to Generate Content

Need content but don’t have time to do a full shoot every week? UGC helps fill the gap. While professional photography (that’s where I come in!) is essential for your website, menus, and ad campaigns, UGC helps keep your content pipeline full between shoots.

A strong mix of polished brand visuals and spontaneous customer content makes your marketing feel approachable and professional.

4. It Inspires Future Customers

Seeing someone else enjoy a craft cocktail or dig into a gorgeous plate of food triggers a little bit of FOMO—in the best way. UGC taps into this and nudges potential customers closer to visiting, ordering online, or booking a table.

That’s why it’s essential to create an environment—and visuals—that inspire people to snap and share.

5. Great Photography Encourages Great UGC

Here’s the secret: most people take better photos when they’re surrounded by good lighting, beautiful presentation, and thoughtful branding. When I work with restaurants and beverage brands, I help them create visuals that not only market their offerings—but also inspire their guests to do the same.

Whether it’s eye-catching cocktails, colorful food styling, or branded moments (hello, custom drink coasters and neon signs), intentional visuals make it easier for your customers to create content you’ll actually want to share.

Ready to Build a Brand Worth Posting About?

If you're looking to blend high-quality professional photography with the magic of user-generated content, I’d love to help. As a Salt Lake City-based food and beverage photographer, I create brand visuals that set the tone—and spark the kind of content your customers love to post.

📷 Want to attract more UGC and elevate your brand? Let’s connect and start planning your next shoot.